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Summary of all lectures Branding & Design
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English summary of all the lectures of the elective course Branding & Design given during the Master Communication Science
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WEEK 1LECTURE 1: WHAT IS CORPORATE BRANDING?
What is a brand? A brand is “a name, term, symbol or design, or combination of these, which is
intended to identify goods or services of one seller, or group of sellers and to differentiate them from
those of competitors”
Talking about symbols
• A symbol is any object, word or action that stands for
something else.
● There is a physical way in which brands are symbols: the
logos, names, and even color choices of a brand make it
recognizable and distinctive
● But there is more: brands engage in many symbols at the
same time, which are interpreted by consumers and which, ultimately, convey meaning.
The meaning of meaning
When a brand works, each of its elements (name, logo, even music associated with it) does not only
remind us of an organization, but also:
BRANDS & IDENTITY
Stakeholders * include corporate brands within their identities. This can mean, for example:
• Driving an expensive car to (subconsciously?)
communicate status
, • Looking for a part time job at Marqt rather than Albert Heijn because more sustainable
• or...trying to engage with brands as little as possible (is still an attribution of meaning, and a
rejection of whatever that meaning stands for).
*a stakeholder is everyone affected by the activities of an organization (e.g. consumers,
governments, local communities) or who affects the activities of an organization (e.g. managers,
employees, suppliers, regulators etc).
Product vs corporate brand
Products and corporate brands can both convey emotions, ideas and memories and can be
associated with substantial value. They are, however very different.
Product Brand
• can have a completely different identity than the organization behind it
(Pringles was owned by Procter & Gamble until they sold to Kellogg’s in 2012)
• it only really concerns one product, or a small group of products
• it targets consumers only
• it’s only meant to survive as long as the product survives
Corporate brand
• if endorsed (such as HEMA) it adds to all the products of an organization, no
matter what kind.
• it originates from the company’s heritage, its values and beliefs, and what members of the
organization have in common
• it targets all stakeholders, including employees, managers, suppliers and even politicians
• it’s meant to be long lasting
CORPORATE BRANDING IS HARD TO CHANGE (SUCCESSFULLY)
🡪 a tale of two airlines; British airways vs southwest
, VCI alignment model
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